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So rule number one, again, for building a killer presentation, is to have information that is OF VALUE to your prospects even if they have never heard about your products or services. Information that is above and beyond the product or service you are offering will be considered extremely valuable to them.
I had another client that was trying to sell law books to lawyers. Over the years, they had been reduced to talking to just the librarians in these law firms. And since the lawyers are the ones using the law books, their ability to get new product into the market became severely hamstrung.
We helped them build a presentation that laid out: “The Five Most Dangerous Trends Facing All Major Law Firms Today,” which resulted in meetings with entire committees of lawyers. The data was excellent, legitimate and packed with bad news. Oh, did I mention the part about bad news?
A great presentation is loaded with bad news to your prospects. Why? Because bad news motivates. We’d get in front of a group of lawyers and show them that lawyers keep growing, but the annual billings are flat (less money per lawyer): That their firms would be sued (something like 44% of large law firms will be sued by unhappy or dissatisfied clients): That the case law from which they must find their information is out of control now, with more than THREE MILLION cases to chose from when trying to find a single precedent. This presentation was packed with bad news. Much of this news had nothing to do with law books. Keep in mind, it didn’t matter. Bad news motivates, even if it’s unrelated.
Your prospect, when viewing a great deal of bad news, will suddenly feel the need to take some action. Any action they take will make them feel better. In the case of the law book company, every lawyer in the room wanted more information or wanted to purchase the law books outright, after they saw the presentation.
Now don’t take this too far. The more the data in the presentation sets up a need for your product or service, the higher your closing ratio. So in the case of the law firm, the massive case law to be studied, created a need for law books that already studied that for you. Plus, we tied the litigation against lawyers directly to the massive case law, so that seemingly unrelated pieces of data, pieced together with other data made the bad news more excruciating.
So rule number two to building a killer presentation is that the data should “set up a buying criteria” in which your product or service becomes the most logical choice. When my telephone client laid out all the ways most companies were wasting money on their voice and data spending, it made the prospects open their arms and invite my client to look at how they might help them. This almost always ended up being a new system that would help them save money in many different ways.
What’s your client’s current buying criteria? Is it price? Easy to overcome with the right presentation. Is it that they want to buy only from the biggest provider? Easy to overcome with the right presentation. Is it that they don’t think they even need what it is that you sell? Easy to overcome with the right presentation. Data can motivate your prospects in all and any of the situations mentioned.
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